X wants to carve out a bigger slice of the creator economy, and it is launching a new product that it thinks can entice creators to do more on the platform (and earn more revenue doing it), while also persuading big brands to spend more on ads, all powered by AI, of course.
“We’ve really been looking at this as the year where we’re entering our creator era as a platform, and really trying to build a platform that fosters a healthy creator economy,” says Mitchell Smith, the global head of content partnerships for X, in an interview with The Hollywood Reporter.
Smith notes that X (formerly Twitter), has in the past few months launched a creator’s choice award, with cash prizes for winners, as well as starter packs, which provide new users lists with creators in relevant areas like sports or business.
“Our head of product, Nikita [Bier], is so committed to really bettering the platform for creators,” Smith adds. “As a result, we’re seeing a lot of great engagement around creators, and all of that organic work finally gives us the credibility to now go to market with a commercial offering.”
That commercial offering is called Creator Connect, and it is meant to connect brands and campaigns with specific creators that will resonate. The company is a bit vague on the mechanics of it, but it will use tech from sister company xAI, and incorporate campaign objectives, real-time trends and audience interest.
